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Sony Xperia’s inspiring video campaign

For brands looking to step up or get started with video, Sony’s campaign should serve as inspiration to focus on emotion, as is the current trend.

sony xperia

sony xperia

Sony’s “Made of Imagination” campaign

As campaigns go viral through web video, Sony has pushed their “Made of Imagination” campaign for their new Sony Xperia device, which is known for its Android operating system and ten hours of battery life. Sony seeks to be more memorable than just a sleek device with speed and sexy design, no, the company has set out to inspire people with the capabilities of their device.

The first two videos in their “Made of Imagination” video campaign focus on the minds of children and what they foresee as special about smartphones, with one child in particular having a standout imagination:

[ba-youtubeflex videoid=”mo8U8qeuFWg”]

The video ad created around Jake’s vision:

[ba-youtubeflex videoid=”HMnlfPvd5AI”]

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Second leg focuses on creativity as well

With less animation and more real life creativity, “Made of Imagination” asked fans to come up with challenges, then took to the field to make those challenges real life, be they making music by kicking soccer balls with Sony Xperias inside, each making a different noise, or using the Xperia camera to film a soccer ball aiming for a toy helicopter equipped with a separate Xperia camera:

[ba-youtubeflex videoid=”DIMkFM1_u9s”]

The takeaway

The reason Sony’s campaign is so well done is not just the production value, but because they focus on feelings over functions. Consumers value entertainment and evoking emotions in advertising today, not just a list of device specs. The company has a separate YouTube page that focuses on the devices so that consumers may get to know their offering, but this simple, creative campaign should serve as inspiration for companies large and small seeking to improve their campaigns, or start a new one.

The trend is to focus on emotion, as people remember feelings far longer than they remember product details and being directly sold. This method is passive selling, and far outperforms direct selling through web video campaigns.

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Lani is the COO and News Director at The American Genius, has co-authored a book, co-founded BASHH, Austin Digital Jobs, Remote Digital Jobs, and is a seasoned business writer and editorialist with a penchant for the irreverent.

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